
By ALANNAH BERSON
How do you make 1000 designers better at research while ensuring quality and rigor at the same time?
This is the kind of challenge Martha Cotton gets tackle at work everyday as Group Design Director for Research at Fjord—and as a member of the EPIC Board.
“If we are going to deeply understand the people we are designing for, I’m passionate about helping my design colleagues get that understanding in the best and most efficient way. It is definitely a very fun part of my job, thinking about elevating how we do design research, and creating the tools and resources to support roughly 1000 designers around the world in their efforts to be better researchers.”
One of the reasons Martha is so passionate about mentoring and teaching future researchers is that for her, becoming an ethnographer was a bit of an accident. “I was incredibly lucky early on to have the support of mentors who patiently nurtured what has turned out to be my life’s work.” This “accidental career” that Martha found has lead...